Jonathon Caleb Cakes

By Simpsonville | August 30, 2016
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Jonathan Russ began experimenting with cakes and confections in 2009, but it wasn’t until he made macarons in his loft apartment kitchen last year as Christmas gifts that the idea of a business began to take shape. After posting photos online, people began asking where they could buy the macarons. Even as the holiday season passed, interest continued to grow. Jonathan began offering, via Instagram, a limited supply of beautifully packaged macarons with interesting flavor combinations like Lemon Raspberry and Honey Lavender. Customers would arrange a time for pickup, and business began to take off.

Jonathan’s background in the arts (he holds a degree in graphic communications from Clemson University) led him to focus on developing a strong brand identity from the very beginning. When it came to packaging the products, he says “I knew I wanted a box that would be just as special as the cookies inside.” He has also developed a very distinctive style of product photography to take full advantage of the visual medium of Instagram. His philosophy: “Cakes and confections should be fun, so I like to keep my colors bright and love contrasting bold hues with pastels. I think the visuals I create have played a huge role in driving sales and establishing my brand. You always eat with your eyes first, and a beautiful image can be so captivating you just have to try it for yourself.” He shares a few of his photography tips for other aspiring food entrepreneurs.

You can meet each of these makers at Indie Craft Parade in Greenville this fall.

Indie Craft Parade
September 17, 9am–6pm
September 18, 11am–5pm
Huguenot Mill
101 West Broad Street

Recipe for Great Product Photography

1 Consider investing in a nice camera.

Photos of your product can only be so good on a smart phone no matter how great the camera is.

2 Take advantage of shooting in natural light.

Food looks so much more incredible in soft natural light! I shoot all of my photos by a large window.

Article from Edible Upcountry at
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